PENGARUH IKLAN, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Smartphone Vivo di Kota Malang)

The purpose of this study was to test and analyze the effect of advertising, brand image and price on purchasing decisions. The population in this study is someone who buys a Vivo smartphone in Malang City, with a sample of 160 respondents. The characteristics of the respondents are respondents who first bought a Vivo smartphone, respondents who are at least 17 to 45 and older, respondents who have seen an advertisement that has been played by a famous artist. The sampling technique uses systematic random sampling. This research was conducted in July 2023 by distributing online questionnaires via Googleform. Data analysis techniques using multiple linear regression, t test, and dominant test. The results of this study conclude that advertising, brand image and price have a positive and significant effect on purchasing decisions. Advertising has a dominant effect on purchasing decisions.